Top Podcast Growth, Promotion, Marketing Services / Companies in 2024
Updated: January 2024
Imagine you just finished your first podcast episode. You design the podcast art, and you launch your new venture to… crickets.
Without podcast promotion, it can be impossible to get new listeners. Luckily, a few marketing strategies can help you get your first set of listeners, and you'll grow from there.
Keep reading to learn more.
Top Podcast Growth, Promotion, & Marketing Services / Companies
You can try many podcast promotion tactics yourself, but it doesn't hurt to hire help. If you're busy with other parts of your business or career, you can find a person or company to take care of the promotional tasks.
Whether you're looking for occasional help or more ongoing assistance, keep a few services and companies in mind.
What Is Podcast Promotion & Podcast Marketing?
Podcast promotion is similar to other types of marketing because you use it to get more podcast listeners and fans. You can share each episode on multiple platforms to get more downloads because you may not always get more listeners organically.
Podcast platforms don't always promote your work like on YouTube or social media. You have to do more work to reach your target audience.
Luckily, your podcast marketing strategy can help you build interest for current and new listeners. Then, you can attract an audience each time you release an episode.
Your marketing strategy could include an initial launch on social media or releasing coordinating blog posts with your podcast episodes. Then, you can get new subscribers from different channels.
Podcast Promotion Channels
New podcasts can struggle to get listeners, especially without doing anything. Whether your podcast is in a popular category or not, you might not show up for new listeners.
Fortunately, you can use different promotion channels to build a podcast audience. No matter your niche or topic, you and any other hosts should try a few tactics.
Whether you share your podcast to one platform or multiple, you can get people to click and listen. As you experiment with different strategies, take note of what works.
Then, you can simplify how you promote each new episode in the future.
Podcast Repurposing
One of the easiest ways to promote your podcast is to repurpose it into other types of content. For example, you could film as you record the audio and turn that into a YouTube video.
Consider creating a YouTube channel just for your podcasts. People can then listen and watch you, which can help them engage more with your content, and you can respond to comments.
Use transcripts to post the episode on blogs or your website. Sometimes people prefer to read than to listen to audio, so you can link to the blog post in your podcast show notes.
If you don't have an existing blog, you can post the transcript and the audio to Medium. Then, you can create more content from each episode, and you'll grow your audience.
Podcast SEO
Another excellent way to reach your target audience is by showing up in Google search results. You can use search engine optimization (SEO) like you would with any web page or blog post. If you choose the right keywords, your podcast can show up on the first page.
Make sure your episode titles describe the content of the episode. If you have guests, include their names to show up when people search for them.
Keep podcast SEO in mind when brainstorming topics for new episodes. That way, you'll be able to create episodes that people are searching for.
It might take a while to start ranking for certain keywords. However, writing your titles and show notes well can increase your chances of showing up in search results.
Paid Promotion
Perhaps you want to get a lot of new listeners quickly. You may want to use paid advertising channels, such as Instagram or Facebook ads.
Advertising on Twitter and other platforms can also help you reach more of your ideal audience.
Most advertising platforms allow you to target certain demographics. For example, a podcast about business can target entrepreneurs, while one about parenting can target moms and dads.
Consider your budget for ads so that you don't spend too much. But you should have some money to spend so that you can get results from your paid efforts.
As you gain more listeners you can continue with ads, spend more on them, or stop them. If ads don't help you gain fans, you can move to other podcast promotion methods.
5-Star Reviews
Another fantastic way to market your podcast is to get 5-star reviews from your listeners. You can ask people to leave a review at the end of each episode. Not only can that help promote your podcast, but you can learn what your listeners like and don't like.
Some podcast hosts even share a review of the week in each episode. Doing that can be a great way to show your appreciation for listeners. Plus, people may be more likely to review your podcast in hopes of being featured in a future episode.
Along with asking for reviews, you can ask your fans to share the podcast with their friends. If they recommend the podcast, you may get more listeners who are part of your ideal audience.
While you may get some negative reviews, take them as a learning experience. Soon enough, you'll get more 5-star reviews to help promote your podcast.
Podcast Guest Appearances
Podcast guests can help with promotion in a couple of ways. For one, you can be a guest on other podcasts with similar audiences to yours. Platforms like SpeakOnPodcasts.com allow you to book speaking opportunities on podcasts.
In most cases, podcast hosts will ask you about what you do. Use that time to talk about your own podcast and the topics you cover. If you have a business outside of the podcast, such as consulting or selling products, share that, too.
You can also have guests on your podcasts, and they can help promote their episode. Their fans will want to hear them talk, so they might find your podcast.
While some people will only listen to that episode, others might like you. Then, they'll become new listeners who will listen to your existing and new episodes.
Content Syndication Networks
Content syndication networks provide more ways to promote your podcast. One fantastic option is Quuu Promote.
You'll add your RSS feed, and you can submit each new piece of content to the site. They'll verify that it meets their requirements, and you can receive shares on Twitter, Facebook, and LinkedIn.
Outbrain is a native advertising platform, and you can use it to connect with potential listeners. It's a great option if you want to explore online advertising but don't know where to start.
Native ads have higher engagement than display ads. And many consumers prefer native ads, so the ads won't be as disruptive.
Leverage Your Existing Lists & Relationships
Sometimes, your current network can help with podcast promotion. You can start with relationships and lists from:
Email marketing
Social media
In-person
When starting a podcast, you probably know and like the topic. So you probably know people who will also like the topic. Don't be afraid to ask your colleagues or friends and family to listen to your podcast.
If you're in relevant Facebook groups, share your podcast there. The people in that group already have something in common, so you'll know they're part of your target audience.
Encourage them to share it with their connections who might find the audio valuable. They can then tell their friends, and word of mouth might help you get a lot of listeners early on.
One of the benefits of word-of-mouth marketing is that it's free. You don't have to waste money advertising to people who may never listen to you.
Make Sure You Are in All the Podcast Directories
Joining podcast directories is another great strategy to gain new listeners. Some of the most popular places to distribute your podcast are:
Spotify
Apple Podcasts/iTunes
Google Play/Google Podcasts
TuneIn
Stitcher
Add new episodes to as many podcast directories as you can to increase your reach. That way, it won't matter if someone uses iOS, Android, or another operating system. They can find you and listen to your podcasts on any device.
If you don't have time to add your podcast to multiple platforms, you can use a distribution service. The service will handle everything for you, so you won't have to upload episodes to multiple places.
Listen Network is the most advanced ad network for podcasters. A significant challenge in professional podcasting is accurate measurement and attribution and to address this, Listen Network Ads Platform was built specifically for podcast advertising to get direct clicks and promote growth. It is powered by a unique downloads tracking technology and strategic framework, to provide tailored advertising solutions for B2B and B2C companies.
This platform is designed to accelerate podcast growth by generating targeted and verified downloads from your ideal audience, while offering the necessary measurement and attribution tools to confidently assess your ROI.
Listen Network Ads utilize placement in web, mobile web, mobile apps, and outstream video positions with detailed audience targeting and strategic contextual intent matching so the content the listener is consuming relates to the intent signal of your episode. Unlike audio ad placements like Spotify and Host-Read Placement models that offer little to no reporting, measurement and attribution, with Listen Network, you’re able to track how many downloads each promoted episode generates among many other metrics.
Listen Network also helps with:
Driving consumption with YouTube Ads
Building Leadership with LinkedIn Sponsored Podcast
Content Allies is a podcast production agency that focuses on producing and promoting B2B podcasts. It'll create your podcast and then repurpose it into multiple mediums for social media, paid promotion, and content syndication.
While some podcast shops are just machines, Content Allies goes above and beyond for personalized promotion efforts. For some of its clients, it has structured syndication relationships with large industry trade publications to increase the reach and exposure of the podcast.
If you want to make sure your podcast reaches your potential customers and helps your business, Content Allies is great. You can schedule a call with them to determine if they're the right fit for you and your business.
Content Allies will help you with everything including:
Launch
Production
Editing
Show notes
Promotion
If you are looking to build a successful B2B podcast, then Content Allies is a safe bet.
Lower Street is another fantastic podcast promotion service, but that's not all it does.
Whether you're looking to start a podcast or need help growing a current one, give Lower Street a try. Even if you only need help with one aspect, such as marketing, it's a great company.
The business has helped tons of clients make their podcasts great. If you're tired of running your whole podcast alone, check it out.
If you want to connect with different freelancers, Upwork is fantastic. You can post job offers and receive proposals from individuals who offer the services you need, sort of like content entries.
Your jobs can be specific or more general, such as a podcast assistant. Think about what you need and want, and you can message with the freelancer to make sure they're a good fit.
Upwork is especially great for hosts without a ton of money. Freelancers on the platform can charge more or less, and you can set a project budget when posting each job.
Unfortunately, you can get a lot of low-quality leads for freelancers. But you can find advertisers to market your podcast on different platforms and another person to help with editing or finding guests.
Fiverr is another great freelance marketplace to find podcast promotion assistance. As the name suggests, you can find freelancers for a low price, as low as $5.
While it's similar to Upwork, Fiverr freelancers post gigs that you can search through. You can see what people offer and how much they charge for help with promotion, from giveaways to any other incentive.
Some freelancers charge much more after Fiverr verifies they're good at what they do. And any freelancer can create different packages to include more services for a higher price.
That means you can find someone who will deliver something quickly or offer an extra revision for a small fee.
If you want to focus on repurposing to market your podcast, Repurpose House is perfect. The platform helps you create content once and make it work for different platforms.
Service is quick, and you can get up to nine assets per order. Repurpose House has a designer on the team who helps you create fantastic videos and images.
If you have a tight budget, its flat rate prices make it easy to budget, so that you can get the services you need without the risk of having to pay more.
Pearl Lemon is a full-service SEO agency that also offers SEO work for podcasts. Pearl Lemon works by fully optimising your podcast content to increase listenership, increase brand awareness, gain more subscribers, and more. They are a multiple award winning SEO agency based in London.
Pearl Lemon also provides website content, keyword optimisation, category placement, meta tag research, and guest outreach within their Podcast SEO services.
Unique Differentiator:
Pearl Lemon is a London-based company with a global team with over 25 years of SEO experience combined. Pearl Lemon takes care of optimising your Podcasts, building the copy and campaign for outreach, and all you have to worry about is attending your next podcast or sending your next podcast to be optimised.
Headliner
Looking for a low-cost, DIY solution for podcast promotion. Headliner is one of the easiest and most established tools on the web for repurposing your podcast media files into social media assets.
Just upload your podcast, and easily turn it into audiograms or social media videos.
With low monthly pricing, and over 1.2M users… Headliner is a no brainer for anyone wanting to create engaging social media videos.
What Will Your Podcast Promotion Include?
Podcast promotion isn't easy, but it's super important for each episode to get new listeners and re-attract current fans. Whether your podcast is about business, relationships, or anything else, podcast marketing will help.
Then, you can either monetize the podcast directly, or you can use it to sell products and services. Soon enough, it can become an excellent way to grow your overall business.
If you are looking for a full service agency to handle both podcast production and promotion, then be sure to check out our list of podcast production companies.